数字拜物教的生成逻辑、现实表征与超越路径

Digital Fetishism: Its Generative Logic, Real Manifestations and Paths of Transcendence

摘要: 数字拜物教是数字资本主义时代商品拜物教的新型异化形态，是资本逻辑、技术逻辑与社会心理逻辑合力作用的产物。在大数据、算法与平台经济的深度融合下，数据、流量、算法等数字客体逐步形成支配主体的规制力量，遮蔽人与人之间的社会劳动关系，从而引发主体异化、社会关系物化、价值体系扭曲等一系列现代性困境。本文立足马克思主义拜物教批判理论，系统阐释数字拜物教的理论溯源与生成机制，剖析其数据拜物、流量拜物、算法拜物、平台拜物四大核心现实表征，揭示数字资本的隐性剥削本质。最终从技术规范、引导资本健康、提升劳动者数字素养三个维度，探索数字拜物教的系统性超越路径，以期实现数字技术与人的全面发展的良性共生，构建健康有序的数字文明新形态。

Abstract: Digital fetishism represents a new alienated form of commodity fetishism in the era of digital capitalism, emerging from the combined effects of capitalist logic, technological logic and social psychological logic. With the deep integration of big data, algorithms and the platform economy, digital objects such as data, traffic and algorithms have gradually developed mysterious power to dominate human subjects. They obscure social labor relations between people, thereby triggering a series of modernity dilemmas including subject alienation, reification of social relations and distortion of value systems. Based on Marxist critical theory of fetishism, this paper systematically interprets the theoretical origin and generative mechanism of digital fetishism, analyzes its four core realistic manifestations: data fetishism, traffic fetishism, algorithmic fetishism and platform fetishism, and reveals the nature of implicit exploitation by digital capital. Finally, from three dimensions including technological regulation, prevention of unregulated capital expansion and activation of subjective consciousness, this paper explores systematic paths to transcend digital fetishism. It aims to realize positive coexistence between digital technologies and the all-round development of human beings, and foster a new form of sound and orderly digital civilization.